- Klint Finley (2010) reported 1.2 zettabytes of digital information would be created or replicated in 2010. That's 1,228.8 exabytes, or about 6.7 exabytes every two days. Or, in PR speak, a lot.
- Growth, Duponts et al (2011) revealed, has a lot to do with creativity.
The reason is simple. We need to understand what we can do with information and today, information is wrapped up in Big data. This means that our profession has to understand the technologies that allow practitioners to find and synthesis information and disseminate it to relevant constituents to inform their decision making and actions.
In addition, with this thing called Big Data, PR has to be innovative in its development of PR practice in addition to creative execution of PR programmes. If the profession is lazy in its approach to these technologies it cannot innovate, grow or even survive.
Finally, PR needs to be innovative to access good ROI (profitability). This means fostering technology diffusion and innovation (based on Rogers (2003) ; enhancing the quality of decision-making; and increasing demand and reducing production costs for providing data to our constituencies.
But so much information is time consuming. We need to get computers to help.
Perhaps it will be helpful to look further at how practitioners can acquire and synthesis information and disseminate it to relevant constituents to inform their decision making and actions.
What is important here is that PR can, indeed must, be part of the Big Data revolution.
Jonas, J 2010 Big Data Flows http://www.oecd.org/dataoecd/33/33/46944407.pdf accessed May 2012
Finley, K (2010) Was Eric Schmidt Wrong About the Historical Scale of the Internet? http://www.readwriteweb.com/cloud/2011/02/are-we-really-creating-as-much.php accessed May 2012
Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York, NY: Free Press.